Making On Demand a mass medium: VOD providers assess marketing strategies to raise consumer awareness.(video-on-demand)

Broadcasting & Cable, November, 2003

Now that cable operators and content providers agree that Television On Demand is ready for prime time, how do they raise consumer awareness and combat consumer confusion among myriad digital offerings such as digital tiers, HDTV, PVRs and DVD? The $75 billion investment by cable in upgrading its plant to digital has established cable's technical superiority over satellite, says Beth Sanford, Vice President of Marketing for Mag Rack, but "Marketing 101 tells us a better mousetrap alone does not guarantee success with the consumer." Sanford says there is an obvious need for cable operators and programmers to start thinking more seriously about marketing directly to the consumer.

Mag Rack's quantitative research shows that where VOD is available,...

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